城镇居民电商扶贫类农产品购买意愿及其影响因素研究  

Urban residents’willingness to purchase the agricultural products of e-commerce poverty alleviation and its determinants

作　　者：吴正祥[1,2] 陈欣柔 王艺潼 邓雅丹 高博 WU Zhengxiang;CHEN Xinrou;WANG Yitong;DENG Yadan;GAO Bo

机构地区：[1]辽宁工程技术大学营销管理学院 [2]辽宁工程技术大学工商管理学院

出　　处：《当代农村财经》2020年第11期2-7,共6页Contemporary Rural Finance and Economics

基　　金：国家社会科学基金资助项目“基于社会认同的农村消费者在线行为模式研究”(19BGL108);葫芦岛市哲学社会科学研究课题“城镇居民电商扶贫类农产品购买意愿影响因素及其作用机制研究”(HLDSKY2019031)。

摘　　要：本文基于639份城镇居民调查数据,识别了城镇居民对电商扶贫类农产品的购买意愿,并采用多分类有序Logit模型实证分析了影响城镇居民电商扶贫类农产品购买意愿的因素。研究结果表明:城镇居民对电商扶贫类农产品的购买意愿较高;农产品网购经验、原生家庭类别、家庭年收入、对电商扶贫类农产品的认知、对商家服务的重视程度和对农产品原产地的重视程度等因素对城镇居民的购买意愿有正向作用,而性别、年龄和是否有来自农村地区的亲戚等因素对城镇居民的购买意愿有负向作用。基于上述研究结果,本文提出了进一步提升城镇居民电商扶贫类农产品购买意愿的对策与建议。Based on 639 survey data of urban residents,the purchase intention of urban residents to e-commerce poverty alleviation agricultural products was identified,and the factors influencing the purchase intention of urban residents to e-commerce poverty alleviation agricultural products were empirically-analyzed by using multivariate ordered Logit model.The results show that urban residents have a high willingness to buy e-commerce poverty-relief agricultural products.Agricultural products online shopping experience,native family category,household income,the cognition of electricity poverty alleviation agricultural products,to the attention of the business service factors such as degree and emphasis on product origin has positive effect to the urban residents’willingness to buy,but gender,age and whether there are from relatives in rural areas on the purchase intention of the residents have a negative effect.In view of the above conclusions,relevant policy recommendations on improving the willingness of urban residents to purchase e-commerce poverty alleviation agricultural products are put forward.

关 键 词：电商扶贫 农产品 购买意愿 多分类有序Logit模型 

分 类 号：F724.6[经济管理—产业经济] F323.8F274